In early 2025, Vinamilk "received" many awards for brand, innovation, and creativity. This "sweet fruit" comes from the strong transformation process of the enterprise in 2024.
Vinamilk representative receives the Golden Brand 2024 award - Photo: VN
Recently, Ho Chi Minh City held a ceremony to honor 29 enterprises that won the 5th Ho Chi Minh City Golden Brand Award - 2024. Of which, Vinamilk was honored as the Golden Brand for 5 consecutive years, and was also honored in the category of Sustainable Golden Brand.
On this occasion, Vinamilk's marketing executive director - Mr. Nguyen Quang Tri shared about the company's strategy, how it innovates its brand, as well as outstanding campaigns in the past year.
Creativity, innovation… to serve consumers
* After more than a year and a half of "reinventing itself", what is the core factor that has helped Vinamilk successfully reposition its brand? What criteria does the company set for its brand renewal journey?
- The core factor that helps the company successfully reposition its brand is that all creations and innovations have the sole destination of serving consumers.
For customers and care, this has been the company's philosophy for nearly 50 years. We have cared for generations of consumers with high-quality nutrition, that has not changed. Now we continue to innovate to upgrade and expand our product lines to suit many consumer groups.
We repositioned the brand with the criteria: to be suitable for the new generation of consumers with a brand identity that brings new, youthful energy. Repositioning for a global vision and choosing an international positioning. At the same time, we repositioned to become outstanding and different.
Vinamilk's rebranding balances traditional and modern, nostalgic and progressive; bold yet warm; Vietnamese and global.
Mr. Nguyen Quang Tri - Vinamilk's marketing executive director, affirmed that the core value of brand innovation is "For customers" - Photo: VN
* How have those changes impacted the brand value of the business?
- According to a survey by Ipsos - the world's third largest market research company, in 2024, 73% of consumers commented that Vinamilk's brand is innovative and creative, while 58% appreciated the brand's premium quality. Both of these important indicators increased significantly compared to the pre-repositioning period. This is a very positive initial result and in line with the company's strategic direction.
In a context of increasing market change, if we do not innovate and innovate quickly, we may lose our position.
With a journey of nearly 50 years, having been present in 62 countries, we also clearly see that innovation and creativity will help increase the value of goods and services both domestically and expand exports, enhancing the competitive advantage of businesses and Vietnamese brands in the international market.
On average, in 2024, Vinamilk will introduce a new product to the market every 2 days - Photo: VN
Bring customers better products and services
* So the role of innovation , How should creativity for brands be understood in the current new context, sir?
- In the current context, talking about innovation is not only about advertising and communication ideas but also needs to go further and deeper than that.
Consumer reviews of Vinamilk's new brand image - Photo: VN
An example is the Green Farm Fresh Milk product launched in early 2024 with the "Utopia" commercial, which has a completely different path. We slowly told the story to create a line of vacuum-packed milk products from this ecological farm. Next was the multi-sensory exhibition "Taste Tour", to touch the emotions of consumers, not just stop at the product experience.
Consumer demands are getting higher and higher, requiring brands to constantly innovate for the better, bringing customers better and better products and services.
* What can consumers expect from the "new world" of dairy giant Vinamilk?
- Currently, most of the products have been "renovated". We also constantly improve the quality, apply new technology to create breakthroughs for the products, with more than 125 new or improved products launched in the past year.
Besides developing and launching new products, the company also communicates to persuade and guide consumers to expand the purpose and occasion of using the products creatively such as mixing, cooking, etc.
At the same time, promote personalized products to meet the specific nutritional needs of consumers such as high-protein nut milk, high-protein lactose-free fresh milk, nutritional milk for the elderly...
Equally important is the user experience from offline to online. Vinamilk will continue to innovate the way it interacts, connects with users on multiple platforms, multi-touch points and personalizes in a more youthful way, bringing a breath of modern lifestyle but still accompanying loyal consumers.
The Ho Chi Minh City Golden Brand Award is an annual event organized by the Ho Chi Minh City Department of Industry and Trade in collaboration with Saigon Economic Magazine , to honor outstanding product and service brands, contributing to the formation of strong brands with the ability to lead in each field and industry.
Ho Chi Minh City Golden Brand 2024 is an event to honor the efforts of local businesses that have made many contributions to the city's economic development and have the ability to lead in each field and industry...
Source: https://tuoitre.vn/ly-giai-chien-luoc-doi-moi-thuong-hieu-cua-vinamilk-202501091144164.htm
Comment (0)